The results have emerged from the exhilarating Super Bowl LVIII, revealing which advertisements resonated most profoundly with consumers.

The findings elucidate intriguing trends in advertising. The prevalence of celebrity endorsements in Super Bowl commercials has been on a pronounced ascent. This year’s spectacle featured a remarkable 57 celebrity-laden advertisements out of the 94 that aired, marking an increase of 22 percent from the previous year. Sources from The Hollywood Reporter indicate that A-list celebrities commanded fees oscillating between $3 and $5 million for their appearances, although brief cameos typically garnered lesser remuneration.

Despite the extravagant sums devoted to these celebrity-driven narratives, their engagement levels with the audience were only marginally above the average. According to a survey conducted by the market research firm EDO, 60 percent of the Top 50 ads showcased celebrity appearances. Notably, in the hierarchy of Top 6 non-trailer advertisements, only one—Glen Powell portraying Goldilocks for Ram Trucks—was propelled by a celebrity presence. Other successful entries included Jeep’s “Freedom” spot featuring Harrison Ford, Adam DeVine’s Cirkul water advertisement, and Michelob Ultra’s campaign starring Willem Dafoe alongside Catherine O’Hara.

Yet, one should not overlook the rising influence of Gen Z influencers such as Jake Shane, Alix Earle, and Rob Rausch; their Poppi ad secured the ninth position, outpacing many established icons. Nevertheless, advertisements featuring celebrities accounted for 11 placements in the Top 20, a notable improvement from last year’s mere three. Kevin Krim, the CEO of EDO, remarked that authentic connections between brands and their celebrity ambassadors yielded considerable consumer responses.

Conversely, several celebrity-centric ads exhibited tepid engagement, with Kevin Hart’s DraftKings entry languishing at 75th place. Other notable flops included Vin Diesel’s Haagen-Dazs spot and Matthew McConaughey’s Uber Eats campaign, both failing to captivate audiences as anticipated.

An additional noteworthy trend emerged with AI-generated ads generating significant discourse prior to the event yet ultimately underperforming, with the exception of Ray-Ban’s Meta glasses ad—an indication that flashy technology may not suffice without substantive engagement.

The most efficacious advertisements comprised T-Mobile’s “You’re Connected,” Ram’s truck campaign, and ads promoting health-centric products, highlighting a consumer preference for practicality and empowerment. Such findings suggest that while advertising featuring celebrities appears ubiquitous, its rise in prevalence is a relatively recent phenomenon, warranting contemplation on whether 2025 may be recognized as the apex of celebrity-driven Super Bowl advertisements.

Alex Werpin contributed to this report.